A data profile of the people who buy, follow and care about Thailand in Malaysia — modelled from more than twelve digital signal sources. Thailand has an estimated audience of 4,720,131 people in Malaysia.
The average Thailand fan in Malaysia is 37.3 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Myanmar, Phuket Province, Chiang Mai, with strongest over-indexing on Myanmar (1.59× the country average).
Demographically, the Thailand audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Individualism, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Thailand fan in Malaysia is balanced, around 37.3 years old, with strong Individualism tendencies and a notable affinity for Myanmar.
The key figures that characterise the Thailand profile in Malaysia.
51.2% are female, 48.8% are male, average age 37.3.
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 37.3 |
| Estimated audience size | 4,720,131 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 28% | |
| 30-39 | 22% | |
| 40-49 | 18% | |
| 50+ | 14% |
of the worldwide Thailand audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 15.2% |
| United States | 8.7% |
| Thailand | 6.0% |
Where the Thailand audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~1M | 1.45× | |
| 02 | Kedah | ~400K | 1.38× | |
| 03 | Penang | ~400K | 1.34× | |
| 04 | Selangor | ~1.5M | 1.27× | |
| 05 | Johor | ~700K | 1.11× | |
| 06 | Perak | ~400K | 1.08× | |
| 07 | Kelantan | ~200K | 1.07× | |
| 08 | Sabah | ~500K | 1.04× | |
| 09 | Sarawak | ~400K | 1.02× | |
| 10 | Pahang | ~200K | 0.96× | |
| 11 | Negeri Sembilan | ~200K | 0.94× | |
| 12 | Perlis | ~60K | 0.91× | |
| 13 | Malacca | ~100K | 0.84× | |
| 14 | Terengganu | ~200K | 0.78× | |
| 15 | Labuan | ~20K | 0.64× | |
| 16 | Putrajaya | ~10K | 0.59× |
The strongest cross-interests of the Thailand audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mae Fah Luang University | Business & Career | 4.49× | ||
| 02 | Burapha University | Business & Career | 4.45× | ||
| 03 | Prince of Songkla University | Business & Career | 4.44× | ||
| 04 | Ramkhamhaeng University | Business & Career | 4.34× | ||
| 05 | Khon Kaen University | Business & Career | 4.20× | ||
| 06 | King Mongkut's University of Technology Thonburi | Business & Career | 4.09× | ||
| 07 | Chiang Mai University | Business & Career | 3.93× | ||
| 08 | Srinakharinwirot University | Business & Career | 3.71× | ||
| 09 | Rangsit University | Business & Career | 3.23× | ||
| 10 | Chulalongkorn University | Business & Career | 3.11× | ||
| 11 | Kasetsart University | Business & Career | 3.11× | ||
| 12 | Thammasat University | Business & Career | 3.07× | ||
| 13 | Yo-yo | Sports | 2.85× | ||
| 14 | Bangkok University | Business & Career | 2.58× | ||
| 15 | Ko Samui | Travel & Leisure | 2.26× | ||
| 16 | Pattaya | Travel & Leisure | 2.19× | ||
| 17 | Chiang Mai | Travel & Leisure | 2.02× | ||
| 18 | Phuket Province | Travel & Leisure | 2.01× | ||
| 19 | Sweatpants | Fashion & Accessoires | 1.65× | ||
| 20 | Myanmar | Travel & Leisure | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.92× | |
| Family Orientation | CONSERVATISM | 0.92× | |
| Travelling | THRILL | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.58× | |
| Need for Security | CONSERVATISM | 0.79× | |
| Social Media Usage | JOY | 0.82× |
Thailand has an estimated audience of 4,720,131 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
51.2% of Thailand fans are female, 48.8% are male, with an average age of 37.3 years.
Thailand fans show strongest brand affinity for Myanmar (1.59×), Phuket Province (2.01×), and Chiang Mai (2.02×) over the country average.
Thailand fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~1M), and Johor (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Thailand itself, the audience over-indexes on Phuket Province (2.01×), Chiang Mai (2.02×), Pattaya (2.19×), and Prince of Songkla University (4.44×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for Thailand. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Malaysia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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